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Web Content Mavens October 23rd, 2008

Kristin Hodgson

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Reggie Henry (CTO of ASAE & The Center for Association Leadership) led a terrific discussion at last night’s Web Content Mavens. The topic for the evening was how to sell social networking to senior executives.  I’ve listed the most valuable nuggets from the presentation and ensuing discussion.  Hopefully there’s something in this list that will help to shape your thinking around social networking as part of a web strategy.

-Executives want to monetize their initiatives. If you can’t readily monetize social networking, argue for the ways you can measure it. Can you measure engagement, for example, and is that of value to your business or organization?
-Be aware that executives will always have an extreme reluctance to build a strategy around a medium they can’t control.
-When talking to executives, don’t have a conversation about the tool.  Instead, have a conversation about what your goals are, and how social networking can help you accomplish those goals.
-Conform to the way the business already measures success.
-Be aware that a lot of marketing today is about presence — being there, being trusted, being part of the conversation.

Stay tuned for the Web Content Mavens’ November meeting when Kevin Novak (VP for Integrated Web Strategy and Technology for AIA) gives the EXACT OPPOSITE presentation, arguing why you SHOULDN’T sell social networking to executives.  Register now!

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